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Wealth management firms · CRM

Keep the enquiry record apart from the portfolio, and link them by code.

A CRM for an advisory firm records enquiries, meetings, proposals and review dates: who came, what they were worried about, what was proposed and when they are next due a conversation. Holdings stay in your back office. GullySales sets those fields up and keeps the two systems apart.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of wealth management firms at work in India

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for wealth management firms

Sales and marketing for wealth management firms, the overview.

Last updated 8 Nov 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For wealth management firms

Where it usually goes wrong, and what we would do.

  • “Record the worry, not only the product”

    A retirement payout, a daughter's fees four years out, a business being sold. An adviser who recorded the worry can pick the conversation up two seasons later. One who recorded only the product cannot.

  • “The household is the unit, not the folio”

    A husband, a wife and an elderly parent are one decision and three sets of paperwork. A record built around the household shows the adviser the whole picture before a review meeting.

  • “Keep the portfolio out of the sales system”

    Holdings and transactions belong where they are reconciled, with the access controls and records your compliance officer requires. Link by client code and keep the enquiry record to what a conversation needs.

What we do

What we deliver for wealth management firms.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. An enquiry record built around the conversation

    Source, the worry that brought them in, the amount in question, the timing, who else in the family decides, and the stage reached.

    Result: Any adviser can pick the file up and continue.

  2. Households linked together

    Spouses, parents and a family business shown as one relationship with separate records underneath it.

    Result: A review meeting covers the family, not one folio.

  3. Review dates held in the record

    When each client is next due a conversation, agreed with them and visible to the whole firm rather than sitting in one adviser's diary.

    Result: Nobody is missed because their adviser was travelling.

  4. Onboarding status as a field

    KYC, nominee, mandate and agreement signed, each with a date, so a stalled onboarding is visible at a glance.

    Result: Signed clients reach investment instead of a drawer.

  5. An access and retention line agreed with compliance

    What may be recorded, who may read it, how long it is kept and what is never entered at all, settled before the system is configured.

    Result: The record satisfies your compliance officer.

  6. A read-out for the partners

    Enquiries by source, meetings held, proposals sent, mandates signed and reviews completed, against the baseline recorded before the work starts.

    Result: The firm plans from numbers rather than impressions.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

What to record, and when

What an advisory firm should record about every enquiry and proposal, and whether software is needed yet.

Who introduced the investor
Record whether the investor came from a client, a CA or lawyer, an event or the website. A professional who refers may want to hear that the matter is being handled.
Capacity in which the meeting was held
Note which registration the meeting falls under, such as advisory or distribution, and which adviser attended. The rules differ between them, so the record should show which hat was worn. Check with your compliance officer.
Risk profile and KYC papers
Log the date the risk profile and KYC documents were sent and returned. A proposal made before they are complete is a compliance problem, so the record should flag it.
Proposal version and date sent
Record what was proposed, the version, the date sent and who approved it internally. You will want this if the client later disputes what was discussed.
When the investor said they would decide
Ask when the investor expects to decide and note it. A follow-up on that date is a courtesy. Chasing before it is pressure.
Do you need software yet?
A sheet with restricted access is fine for a solo adviser with a short client list. Use a CRM when several advisers share households, or review dates in diaries are missed. Keep holdings out of it either way.

Who it is for

This is written for these wealth management firms.

  • Independent practices registered as investment advisers
  • Registered investment advisory firms
  • Portfolio management services
  • Family offices
  • Mutual fund distributors
  • Insurance and wealth practices
  • NRI-focused wealth advisers
  • Retirement and pension planning practices

Not for

It is not the right fit if.

  • Your advisers keep notes on personal phones and will not move, so the system would hold nothing.
  • You want portfolio holdings stored in it, which belongs in a separate system and needs its own decision.

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Map the sales process

    We sit with the people who sell and write down how a deal moves from enquiry to payment, including where it stalls.

  2. 2

    Agree stages, fields and owners

    Each stage gets a name your team already uses and a proof that the deal has left it. We agree which fields are required at which stage, and who may change what.

  3. 3

    Build on a copy

    Pipeline, fields and views are built on a trial copy where the CRM offers one, or in a separate pipeline where the plan allows. Live work stays untouched.

  4. 4

    Connect channels, then switch on automations

    Channels are connected first. Each automation is then switched on separately, so a misfiring rule is easy to find.

  5. 5

    Test with real deals

    The people who will use the CRM run open deals through it. Gaps are fixed before the whole team switches over.

  6. 6

    Switch over and trim

    Once real use shows which fields stay empty and which stages nobody uses, those are cut and the handover record is updated.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can our back office software do this?
It holds folios and transactions well and knows nothing about the prospect who never invested. Keep the two apart and link them by client code, which is also the cleaner answer when your compliance officer asks who can see what.
Who should own the record in a small firm?
One person, usually the operations lead rather than a senior adviser. Advisers type in what happened at a meeting, and one person answers for whether the fields are filled. Without that the source field is empty within weeks and you cannot say where clients come from.
Can we send market commentary to the contacts in the CRM?
Only after your compliance officer has read it and only to people who agreed to receive it. Advertising and performance-claim rules for advisers differ by regulator and change, so check the current requirements. Keep people who unsubscribed clearly marked.
How do we record a conversation without storing confidential financial detail?
Record the topic and the next step, such as a goal or an event, not account numbers, folio numbers or amounts held. If an amount is needed to judge fit, record a range as agreed with the client. The detail stays in the back office.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for wealth management firms.

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Everything else we would do for you.

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